Magasin
Petit Magasin, Grands Plaisirs
As a retailer and agent, you have two key perspectives on the fashion industry. What trends are you currently observing?
Magali Steidle, owner of Magasin in Stuttgart and Twowear Agency: I definitely sense a longing for lightness. In times of uncertainty, customers are consciously seeking out fashion that brings them joy. It’s not about trends—it’s about feelings.
What role does brick-and-mortar retail play in this?
A central one. The focus isn’t on the purchase, but on immersing oneself in another world. The store creates a holistic experience through personalized advice and many small details that contribute to the atmosphere. We want our customers to be able to forget their everyday lives for a few moments.
French brands dominate your selection both in the store and at the agency (note: including Sessùn and Petite Mendigote, among others). Is there a French wave coming in womenswear?
I firmly believe that. The French style of our brands stands for effortless elegance and a zest for life. When a customer suddenly feels as if she’s in Paris or the South of France while trying on clothes, that’s exactly what it’s all about today: a feeling. Fashion—and retail, too—should bring this attitude toward life to life and draw the customer in. Personal advice and styling are crucial in this regard.
